Beauty and Personal Care in China

Abstract
Beauty and personal care saw a quick rebound in its growth rate in 2021, after experiencing a slowdown in growth in 2020, caused by COVID-19. Consumers’ attention to healthy living continued to increase, driving dynamic momentum for related products, such as dermocosmetics, functional skin care and clean beauty. Even though skin care witnessed a slight slowdown in current value terms in 2021, as promotions and discounts became increasingly aggressive, several categories still demonstrated strong...

Euromonitor International's Beauty and Personal Care in China report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Content
Beauty and Personal Care in China
November 2022

List Of Contents And Tables

BEAUTY AND PERSONAL CARE IN CHINA
EXECUTIVE SUMMARY
Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026
MARKET DATA
Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026
DISCLAIMER
SOURCES
Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Mass brands are facing increasing competition from the premium segment
Local brands compete fiercely in the mass segment
PROSPECTS AND OPPORTUNITIES
Mass adult sun care set to see dynamic growth post-COVID-19
CATEGORY DATA
Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026
PREMIUM BEAUTY AND PERSONAL CARE IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Premium skin care continues to enjoy healthy growth
Premium hair care brands sustain strong growth momentum post-COVID-19
PROSPECTS AND OPPORTUNITIES
Premium adult sun care rides on the demand for multifunctional sun protection
Premium fragrances has a particularly positive outlook
CATEGORY DATA
Table 124 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 125 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 126 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 127 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 128 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 129 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026
BABY AND CHILD-SPECIFIC PRODUCTS IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Baby and child-specific products resumes its growth momentum
Baby and child-specific toiletries and hair care have great potential with low penetration
Children’s facial cream becomes the growth engine of baby and child-specific skin care
PROSPECTS AND OPPORTUNITIES
Baby sun care thrives on awakened awareness of adult sun protection
Tighter regulations to standardise baby and child-specific products
CATEGORY DATA
Table 17 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 18 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 19 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 20 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 21 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 22 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 23 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 24 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 25 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 26 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 27 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026
BATH AND SHOWER IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Flat growth in 2021 due to short-term rebasing of liquid soap
Delicacy of scent a strong value proposition for brands to differentiate
Procter & Gamble and Unilever strengthen their leading positions
PROSPECTS AND OPPORTUNITIES
Healthy outlook driven by established hygiene routines
Opportunities in skinification and experiential bathing and showering
CATEGORY DATA
Table 28 Sales of Bath and Shower by Category: Value 2016-2021
Table 29 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 30 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 31 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 32 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 33 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 34 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 35 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 36 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026
COLOUR COSMETICS IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Colour cosmetics sees a rebound from COVID-19 slump
C-beauty brands continue to see dynamic momentum
Competition remains fierce in the online marketplace
PROSPECTS AND OPPORTUNITIES
Offline experience remains important, despite rapid online expansion
Men’s colour cosmetics has large potential for growth
CATEGORY DATA
Table 37 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 38 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 39 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 40 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 41 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 42 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 43 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 44 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 45 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 46 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 47 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026
DEODORANTS IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Recovery of deodorants in 2021
Nivea continues to lead
PROSPECTS AND OPPORTUNITIES
Education and innovation needed to further boost adoption of deodorants
Cosmetisation and value-added features for deodorants
CATEGORY DATA
Table 48 Sales of Deodorants by Category: Value 2016-2021
Table 49 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 50 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 51 NBO Company Shares of Deodorants: % Value 2017-2021
Table 52 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 53 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 54 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 55 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026
DEPILATORIES IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sales of depilatories bounce back in 2021
Schick takes the lead in depilatories
PROSPECTS AND OPPORTUNITIES
Stable performance ahead, but electric appliances pose a potential threat
E-commerce expected to increase its penetration
CATEGORY DATA
Table 56 Sales of Depilatories by Category: Value 2016-2021
Table 57 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 58 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 59 NBO Company Shares of Depilatories: % Value 2017-2021
Table 60 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 61 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 62 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026
FRAGRANCES IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Niche brands move into the mainstream
Home-grown brands gain popularity
Collaboration is a key strategy for fragrance brands
PROSPECTS AND OPPORTUNITIES
Premium fragrances a key category for growth
Fragrances as the new “lipstick effect” post-COVID-19
CATEGORY DATA
Table 63 Sales of Fragrances by Category: Value 2016-2021
Table 64 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 65 NBO Company Shares of Fragrances: % Value 2017-2021
Table 66 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 67 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 68 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 69 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 70 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026
HAIR CARE IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Growth in hair care in China surges post-COVID-19
Scalp care heats up in China
Hair loss treatments is buoyed by e-commerce sales
PROSPECTS AND OPPORTUNITIES
Intensified competition due to newly introduced hair care brands
Lazy economy opens up opportunities for hair care
CATEGORY DATA
Table 71 Sales of Hair Care by Category: Value 2016-2021
Table 72 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 73 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 74 NBO Company Shares of Hair Care: % Value 2017-2021
Table 75 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 76 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 77 LBN Brand Shares of Colourants: % Value 2018-2021
Table 78 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 79 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 80 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 81 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 82 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 83 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026
MEN'S GROOMING IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Men’s shaving sees a stronger performance in 2021
Men’s skin care on the rise
Men’s hair care benefits from the recovery of styling agents
PROSPECTS AND OPPORTUNITIES
Emerging local brands venture into men’s shaving and men’s toiletries
Men’s shaving has a positive outlook, but continues to face a threat from appliances
Men’s colour cosmetics has huge potential for growth
CATEGORY DATA
Table 84 Sales of Men’s Grooming by Category: Value 2016-2021
Table 85 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 86 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 87 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 88 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 89 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 90 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 91 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 92 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026
ORAL CARE IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Oral care returns to stable volume growth, with a polarised performance
Growth plateau for power toothbrushes
Mouthwashes/dental rinses propelled by the entry of emerging brands
PROSPECTS AND OPPORTUNITIES
Enrichment of range of flavours in oral care products to attract younger generations
Demand for antiseptic toothpaste bolstered in oral care post-COVID-19
CATEGORY DATA
Table 93 Sales of Oral Care by Category: Value 2016-2021
Table 94 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 95 Sales of Toothbrushes by Category: Value 2016-2021
Table 96 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 97 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 98 NBO Company Shares of Oral Care: % Value 2017-2021
Table 99 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 100 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 101 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 102 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 103 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 104 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 105 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026
SKIN CARE IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Premiumisation is an ongoing trend
Functional skin care gaining popularity
Digital marketing tactics diversify
PROSPECTS AND OPPORTUNITIES
Dermocosmetics winning over more consumers
Domestic brands better echo consumers’ needs in China
Online marketplace a key battlefield
CATEGORY DATA
Table 106 Sales of Skin Care by Category: Value 2016-2021
Table 107 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 108 NBO Company Shares of Skin Care: % Value 2017-2021
Table 109 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 110 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 111 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 112 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 113 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 114 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 115 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 116 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026
SUN CARE IN CHINA
KEY DATA FINDINGS
2021 DEVELOPMENTS
Sun care rebounds to higher growth, with consumers resuming outdoor activities
Premium sun care outperforms the mass segment
Increasingly diverse channel presence for sun care products
PROSPECTS AND OPPORTUNITIES
Holistic sun care products are on the rise
Weakened seasonality is expected to unlock the growth potential of sun care
CATEGORY DATA
Table 117 Sales of Sun Care by Category: Value 2016-2021
Table 118 Sales of Sun Care by Category: % Value Growth 2016-2021
Table 119 NBO Company Shares of Sun Care: % Value 2017-2021
Table 120 LBN Brand Shares of Sun Care: % Value 2018-2021
Table 121 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
Table 122 Forecast Sales of Sun Care by Category: Value 2021-2026
Table 123 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026